Union Minister for Rural Development Shivraj Singh Chouhan inaugurated the SARAS Ajeevika Mela at Noida Haat, Uttar Pradesh, through video conferencing on February 25, 2025. In his address, Chouhan highlighted the significant role of SARAS in empowering women from Self-Help Groups (SHGs) and transforming them into lakhpatis through their artistic skills. He urged everyone to support and promote rural products to further enhance their livelihoods.
Union Ministers of State for Rural Development, Dr. Chandrasekhar Pemmasani and Kamlesh Paswan, were also present at the event.
Dr. Chandrasekhar Pemmasani emphasized that the SARAS Mela has evolved from being just a fair to a movement that empowers women to become job providers and leaders of India's economic progress. He noted that the SHG Didis are not only contributing to their households but also leading the way as entrepreneurs. Additionally, they are now selling their products directly to the government through the Government e-Marketplace (GeM), enhancing their reach and income.
Kamlesh Paswan reiterated this sentiment, stating that the SARAS Mela has become synonymous with the identity of Lakhpati Didis and Self-Help Groups. It has also played a significant role in promoting organic products, further supporting sustainable development.
The ongoing SARAS Ajeevika Mela 2025, held from February 21 to March 10, is the fifth edition organized by the Ministry of Rural Development in collaboration with the National Institute of Rural Development and Panchayati Raj (NIRDPR). This year, the fair is themed around Tradition, Art, and Culture, with a special focus on "Developing the Export Potential of Lakhpati SHG Didis."
The mela features over 200 stalls showcasing handloom, handicrafts, and natural food products made by SHGs from 30 states. Additionally, 25 live food stalls from 20 states are presenting ethnic cuisines, drawing large crowds.
Around 450 SHG members are participating, showcasing exquisite handloom sarees and dress materials such as Kalamkari from Andhra Pradesh, Mekhela Chadar from Assam, Kosa Sarees from Chhattisgarh, Chanderi from Madhya Pradesh, and Pashmina from Uttarakhand, among others.
The event also offers cultural programs, special arrangements for senior citizens, and dedicated zones for children and mothers. To boost the export potential of SHG products, an export promotion pavilion has been set up at the venue.
Launched under the Deen Dayal Antyodaya Yojana – National Rural Livelihoods Mission, the initiative aims to promote artisans' livelihoods, contributing to Prime Minister Narendra Modi's ‘Vocal for Local’ campaign and the vision of ‘Developed India by 2047.’
